Table 1.
Gross impressions in millions and per capita on music video watching (at least once) for the UK population by gender and age group
| Gross impressions (in millions) | Gross impressions (per capita) | |||||
|---|---|---|---|---|---|---|
| Population (in millions) | Proportion viewed (95% CI) | Alcohol (95% CI) | Tobacco (95% CI) | Alcohol (95% CI) | Tobacco (95% CI) | |
| Adolescents | 5.91 | 0.22 (0.19 to 0.26) | 308.19 (256.44 to 359.93) | 62.17 (51.73 to 72.60) | 52.11 (43.36 to 60.86) | 10.51 (8.75 to 12.28) |
| Female | 2.88 | 0.28 (0.23 to 0.33) | 186.35 (152.98 to 219.71) | 37.59 (30.86 to 44.32) | 64.66 (53.09 to 76.24) | 13.04 (10.71 to 15.38) |
| Male | 3.03 | 0.17 (0.14 to 0.20) | 118.14 (98.05 to 138.23) | 23.83 (19.78 to 27.88) | 38.96 (32.33 to 45.58) | 7.86 (6.52 to 9.19) |
| Adults | 49.20 | 0.06 (0.04 to 0.08) | 695.09 (502.38 to 887.80 | 140.21 (101.34 to 179.08) | 14.13 (10.21 to 18.05) | 2.85 (2.06 to 3.64) |
| Female | 25.18 | 0.07 (0.05 to 0.09) | 429.15 (311.65 to 546.66) | 86.57 (62.86 to 110.27) | 17.04 (12.38 to 21.71) | 3.44 (2.50 to 4.38) |
| Male | 24.02 | 0.05 (0.03 to 0.06) | 260.81 (184.23 to 337.39) | 52.61 (37.16 to 68.06) | 10.86 (7.67 to 14.05) | 2.19 (1.55 to 2.83) |
| Age groups | ||||||
| 11–12 | 1.38 | 0.19 (0.15 to 0.23) | 61.96 (49.18 to 74.75) | 12.50 (9.92 to 15.08) | 44.88 (35.62 to 54.14) | 9.05 (7.18 to 10.92) |
| 13–15 | 2.21 | 0.24 (0.21 to 0.28) | 125.87 (107.75 to 144.00) | 25.39 (21.73 to 29.05) | 56.93 (48.73 to 65.13) | 11.48 (9.83 to 13.14) |
| 16–18 | 2.32 | 0.22 (0.18 to 0.27) | 120.94 (97.21 to 144.67) | 24.40 (19.61 to 29.18) | 52.07 (41.85 to 62.29) | 10.50 (8.44 to 12.56) |
| 19–24 | 5.12 | 0.15 (0.11 to 0.19) | 178.34 (133.57 to 223.10) | 35.97 (26.94 to 45.00) | 34.80 (26.07 to 43.54) | 7.02 (5.26 to 8.78) |
| 25–34 | 8.68 | 0.10 (0.07 to 0.13) | 205.92 (150.04 to 261.80) | 41.54 (30.27 to 52.81) | 23.73 (17.29 to 30.17) | 4.79 (3.49 to 6.09) |
| 35–44 | 8.46 | 0.07 (0.05 to 0.09) | 138.48 (93.95 to 183.02) | 27.93 (18.95 to 36.92) | 16.36 (11.10 to 21.63) | 3.30 (2.24 to 4.36) |
| 45–54 | 9.03 | 0.04 (0.03 to 0.06) | 93.62 (63.13 to 124.11) | 18.88 (12.73 to 25.03) | 10.37 (6.99 to 13.74) | 2.09 (1.41 to 2.77) |
| 55+ | 17.90 | 0.02 (0.01 to 0.03) | 80.72 (53.14 to 108.31) | 16.28 (10.72 to 21.85) | 4.51 (2.97 to 6.05) | 0.91 (0.60 to 1.22) |
| Total | 55.11 | 0.14 (0.13 to 0.14) | 1005.86 (747.96 to 1263.76) | 202.90 (150.88 to 254.92) | 18.25 (13.57 to 22.93) | 3.68 (2.74 to 4.63) |
The videos have been available for 7.1 and 10.6 months on average for adolescents and adults, respectively. Total gross impressions are based on the total number of intervals containing any alcohol content (233) and the number of intervals containing any tobacco content (47). Adolescents refer to the population aged between 11 and 18 years, while adults refer to the population aged 19 years or over.